IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 19, Issue 8. Ver. V. (August 2017), PP 33-36 www.iosrjournals.org DOI: 10.9790/487X-1908053336 www.iosrjournals.org 33 | Page Impact of Gender on Consumer Purchasing Behaviour V. Vijaya lakshmi 1 ,D.Aparanjini Niharika 2 ,G.Lahari 3 1 Humanities and Mathematics Dept.,G.Narayanamma Institute of Technology and Science, India 2 Electronics and Communication Engineering Dept., G.Narayanamma Institute of Technology and Science, India 3 Electronics and Communication Engineering Dept., G.Narayanamma Institute of Technology and Science, India Corresponding Author: V. Vijaya lakshmi Abstract: Out of the many aspects that can influence a consumer’ purchasing behavior, one of the major factors is gender. Men and women approach shopping with different motives, perspectives, rationales, and considerations Males and females want different products due to their different upbringing and socialization along with various other factors like social, psychological etc. And they are likely to have different ways of thinking about obtaining these. We can see in our daily life that both genders are completely different in decision making whether it is a personal life, professional life and even if it is eating or shopping decisions both the genders differ completely in every stages of decision making. In this paper, an attempt is made to understand these differences at every stages of purchasing decision. . This paper depicts the gender influence on purchasing goods. Keywords: Consumer behaviour, gender difference, buying behaviour. --------------------------------------------------------------------------------------------------------------------------------------- Date of Submission: 09-08-2017 Date of acceptance: 25-08-2017 --------------------------------------------------------------------------------------------------------------------------------------- I. Introduction For a successful consumer oriented market service provider should work as psychologist to procure consumers. The study of consumer buying behaviour is gateway to success in market. The field of consumer behaviour tells us that how individuals, groups, services, ideas, or experiences to satisfy their needs and services. Until the consumer behaviour is not recognized, it is impossible to establish a logical and systemic relationship between industry and consumer, and those organizations and companies are successful that adjust their goals, methods and structure based on ever increasing recognition of their customers and consumers. Purchase decision-making styles fuse cognitive as well as affective features of a consumer. The process of decision making is one of the most complex mechanisms of the human thinking. Gender is the major factor out of all the other factors that affects consumer purchasing behaviour. When gender differs, the perception of consuming the product is different as well. Men and women tend to have different choices while shopping because of the difference in their upbringing and socialization. II. Review Of Literature According to Mitchell and Walsh (2004), males and females want different products and they are likely to have different ways of liking and obtaining these. Gender has an important role in consumer behaviors. Because, the differences between men and women about expectation, want, need, life-style etc. reflect to their consumption behaviors (Akturan, 2009:66). Solomon et al (2010) suggests that, products are sex-typed or androgynous. Sex-typed defines a product that takes on masculine or feminine characteristics. Put simply, Barbies for girls and hot wheels for boys. Davis and Rigaux (1997) did research on the study of family decision-making roles. They identified that there are three phases of decision making viz problem recognition; search for information; and final decision. They found that the roles and relative influence of husbands and wives differed based on decision-making stage and product type (Wilkes, 1997; Moore-Shay and Wilkie, 1998; Yavas et al., 1998). Belch and Willis (2002) found that purchasing decisions related to household items such as automobiles, televisions, and financial planning are moving from being primarily male dominated to joint decisions. This may be due to the rising education level and Increasing in the number of working women. Studies show that household decision-making areas that were once dominated by one gender were also becoming more influenced by the opposite gender.
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